Marketing Metrics: 50+ Metrics Every Executive Should Master

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This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

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Getting to VITO (The Very Important Top Officer): 10 Steps to VITO's Office

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The author of the bestseller Selling to VITO returns with a 10-step plan for getting to the Very Important Top Officer's top of mind, top of wallet, and top of their "to-do" list
Anthony Parinello's Selling to VITO introduced salespeople everywhere to the Very Important Top Officer-and taught them the precise steps of how to sell to the person with the ultimate veto power. Now, Parinello returns with Getting to VITO, a one-of-a-kind sales resource that offers proven, best-practices advice on how-to get into VITO's head, get into their budgets, and get on their team as a "trusted advisor."
Based on Parinello's own extensive sales experience-as well as the experiences of the more than one million salespeople who've studied his VITO process-Getting to VITO shows salespeople how to:
* Find and pre-qualify the real VITO
* Establish real value in VITO's eyes
* Cut to the chase with seven different correspondence modalities
* Disarm every first-call objection a salesperson may encounter
* Deliver the show-stopper "elevator" pitch for every industry
* One-on-one coaching from Parinello's own professional coach!
Anthony Parinello (San Diego, CA) is the country's foremost expert on selling to top officers. His bestselling book and audiotape program Selling to VITO (The Very Important Top Officer) has sold more than 500,000 copies. Parinello's Secrets of VITO: Think and Sell Like a CEO was a Wall Street Journal bestseller and his most recent book Getting the Second Appointment has been accepted by his following as the new sales process of "choice."

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The Complete Guide to Buying and Selling Apartment Buildings

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How to build wealth and achieve your dreams by investing in apartment buildings

Investing in real estate is a tried-and-true way to build assets, increase income, and prepare for retirement or the expense of college. With the proper guidance, a well-defined plan, and a little capital, anyone can profit by buying and selling rental properties.

For first-time investors, this handy, straightforward guide will help you map out your future, find apartment buildings at a fair price, finance purchases, and manage your properties. If you are an active real estate investor focused on single family properties, you can graduate to multifamily apartment complexes using Steve Berges' step-by-step plan for increasing the number of units you hold from a handful to hundreds.

The Complete Guide to Buying and Selling Apartment Buildings includes tax planning advice, case studies of real acquisitions, and appendixes that add detail to the big picture. Topics include:

• Ten ways to create value
• Six ways to locate multifamily properties
• Four key ratios every investor should know
• Two crucial techniques that will help any investor save thousands
• Three ways to determine how much a piece of property is really worth
• Five cardinal rules of successful negotiations
• Six reasons sellers sell their property
• Four effective exit strategies
• Five keys to your success
• And much more

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Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn: An Unofficial, Step-by-Step Guide to Creating & Implementing Your LinkedIn Brand - Social Networking in a Web 2.0 World

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Social networking guru Neal Schaffer’s Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn is the most comprehensive book on maximizing the potential for professional and personal networking through LinkedIn. It goes beyond the “business” genre to expand upon the world of social media marketing, branding, and today’s critical focus on career management. It clarifies the functionality of LinkedIn and how to “plug into the Windmill Network” to maximize our presence and leverage the potential to grow our networks to thousands of global connections. Schaffer offers a unique view of all phases of social media and networking, providing a direct route to developing objectives and creating brands. This book’s focus on Windmill Networking and LinkedIn is vast: creating business, gaining subject matter expertise, finding a job, expanding a network, learning online social networking etiquette, and developing a branded profile. This book generates strategies, goals, and success.

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Rain Making

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In this new edition of his classic book, Rain Making, Ford Harding reveals step by step how-even if you've never sold a product in your life-you can become a top performer in your organization. Filled with easy-to-use strategies, checklists, tables, and guides, this book shows you how to:

• Write articles for professional publications
• Make cold calls like a sales pro
• Network to build a lasting customer base
• Develop a winning sales strategy

With this book at your fingertips, you'll get the marketing and sales skills you need to survive-and flourish-one sale at a time!

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Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale: The 6 Keys to Winning the Complex Sale

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"No longer is being 'a good closer' the basis of sustainable success. Instead intakes the kind of strategic thinking Rick Page outlines inHope Is Not a Strategy."--Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado

Master of the complex sale, Rick Page is the author of the bestselling book, Hope Is Not a Strategy, and one of the most sought-after sales consultants and trainers in the world.

He has taught his breakthrough selling strategies to thousands of people in 150 companies across 50 countries--an amazing platform that has helped his message spread like wildfire. This paperback edition of Page's runaway sales bestseller schools readers in Page's simple, six-step process for making the sale--no matter how complex the deal or how many people are involved in the buying decision.

Integrating the winning selling strategies used by the world's top salespeople, Page shows readers how to:

* Identify and sell to a prospect's business "pain"
* Qualify a prospect
* Build competitive preference
* Define a prospect's decision-making process

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Selling Luxury: Connect with Affluent Customers, Create Unique Experiences Through Impeccable Service, and Close the Sale

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"Selling high-end luxury creations requires a different set of skills than ordinary selling. Clients have high expectations on the service they receive and base their purchasing decisions more on an emotion than a practical need. Whether it is a diamond bracelet or a sports car the key to concluding the sale lies in how you sell rather than what you are selling.

In Selling Luxury, Robin Lent and Genevieve Tour explore these differences and offer a set of strategies for connecting with customers in the universe of luxury . Rather than sales associates, the luxury market demands "Sales Ambassadors" who represent the brand and who understand the emotional side of a purchase. This requires a multitude of specialized skills, self-motivation, energy, and patience. Through a personalized service each and every time, Sales Ambassadors are able to build lasting customer relationships.

If you want to succeed in the luxury sales game, Selling Luxury introduces you to the skills and approaches that work and shows you how to apply them every day. You-ll learn how to:

• Connect emotionally with customers
• Go beyond your customers- expectations
• Turn every customer contact into a customer experience
• Personalize your customer service
• Use your body language to your advantage and create desire to purchase and own
• Deal positively with customer objections and reservations
• Make additional sales
• Build loyalty through staying in touch with customers

The universe of luxury is no place for traditional hard-sell tactics. Instead, you have to subtly appeal to your customer-s emotions. It takes skill, technique, and a truly personal touch. Selling Luxury shows you how to develop those skills and techniques and make them a key part of your selling style.

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Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS

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"Every business winner has one thing in common: a YES! Attitude that's powerful enough to help them achieve the impossible! You say you weren't born with a YES! Attitude? No problem! Jeffrey Gitomer will give you all the tools you need to build one. As the world's Number 1 expert in selling, Gitomer knows more about attitude than anyone. Now he's brought those lessons together in a book you can read in one sitting - a book that'll change your life! What makes this book unique? It's not just "inspiration": it's a complete, step-by-step, fully-integrated game plan for understanding and mastering your attitude. You'll learn specific things you can do to maintain your intensity, drive, and commitment, discover "attitude gems" that capture the value of thousands of dollars of books and courses, learn how to overcome the most dangerous "attitude busters" then learn how to maintain your YES! Attitude every day, for the rest of your life! "

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Selling Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website

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REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS?

Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can’t sell on eBay? Online auctions are the past; fixed-price selling is the future. It’s time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You’ll need to make some new plans, learn some new skills, and change some of the things you do--but you’ll find that there’s more money to be made on your own than relying on traditional eBay online auction sales.

• Put together a plan to maintain your sales level and profitability--to counteract eBay’s changes
• Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace
• Find out if running an eBay Store or selling on Half.com makes sense for your business
• Learn out how to sell locally on craigslist and other online classifieds sites
• Discover how to sell fixed-price merchandise on the Amazon marketplace
• Find out how to launch your own e-commerce website--and promote your online store
• Learn how to sell products across multiple channels--and manage multichannel conflicts

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Major Account Sales Strategy

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